Retail Adult Incontinence in Chile

PRE-COVID-19 PERFORMANCE

Users looking for security and discretion

The key must-have features that companies are focusing on with their products are security and discretion. With the category being in a relative early stage of development, the "social" factor is highly important for consumers in their purchasing process, so that product placement in modern channels is not using the same strategies as other hygiene product categories, such as diapers, for example.

Adult incontinence still mainly represented by diaper-type products

Retail adult incontinence still suffers from a lack of communication from companies and the products tend to have a bad perception among consumers, which often prevents them using them in if they show incontinence conditions as they do not feel represented by the products. This limits the potential newer entrants that might start using the products, so that psychological evaluation is crucial for this category.

CMPC Tissue introduces the first D2C model in retail adult incontinence

Cotidian from CMPC Tissue SA launched the first D2C platform in retail adult incontinence. For retail buyers, the service has discretion as its core offer, with the products delivered in cardboard boxes without any markings, including the brand name, so that nobody can tell what the package contains.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by more than 7% in 2020 at constant 2019 prices. This compares to the forecast rise of just under 6% at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Both light and moderate/heavy retail adult incontinence will see stronger value growth in 2020 than they did a year earlier, with moderate/heavy products also continuing to see slightly faster growth than their light counterparts. Both products were subject to some stockpiling by consumers in the early days of the COVID-19 pandemic, particularly with the elderly more likely to need retail adult incontinence products, but also to be self-isolating during the pandemic, and therefore wanting to make sure they had sufficient supplies at home.

Recovery and opportunities

After the slightly stronger value growth for retail adult incontinence in 2020, the year-on-year performances in the rest of the forecast period in Chile will be identical to the rates predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

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